Disney Advertising and Amazon Web Services (AWS) have partnered with global ad technology company The Trade Desk on Unified ID 2.0 (UID2). UID2 was developed by The Trade Desk and enables advertisers, agencies, ad technology companies and ad publishers selling advertising to continue to deliver relevant and personalized advertisements without using third-party cookies. It also provides for consumer consent mechanisms with transparency.
Preparing for the post-cookie era, the agreement between Disney Advertising and The Trade Desk will see the integration between Disney’s Audience Graph and UID2 in a secure environment. According to The Trade Desk, the integration marks another step toward transforming how advertisers access Disney’s premium sourcing portfolio, rooted in secure data collaboration and powered by automation through Disney’s Clean Room technology. Disney. Disney’s Clean Room technology provides customers with advanced insights into pre-planning, activation, and cross-portfolio measurement with data and privacy trends in mind.
Meanwhile, the agreement between AWS and The Trade Desk will enable advertising industry customers, using the cloud-based IT service, to deploy UID2 operator services with better data security and transparency in their advertising workflows with just a few clicks through AWS Marketplace, an online software store platform. AWS provides on-demand cloud computing platforms and APIs. The solution is powered by AWS Nitro Enclaves which creates trusted compute environments for UID2 operator services that protect and securely process highly sensitive data, and allows advertisers to anonymously match advertising opportunities with their own data. first-party user to protect consumer privacy and deliver relevant advertisements to users.
Rita Ferro, President of Advertising Sales, Disney Media & Entertainment Distribution, said, “We’ve spent years investing in our data and technology strategy to create innovative solutions that allow advertisers to engage their audiences more accurately. and accuracy while respecting privacy. Ferro added that the collaboration sets the stage for enabling access to the Disney portfolio, validated by powerful audience insights, in an automated and accessible way.
Tim Sims, Chief Revenue Officer, The Trade Desk, said, “By creating interoperability between Unified ID 2.0 and Disney’s Audience Graph, we’re giving our customers the ability to programmatically activate their proprietary data at scale, versus some of the most premium content, across all channels. He explained that as a result, advertisers can deliver relevant ads, while ensuring consumers have more control over their privacy.
Meanwhile, Ian Johnson, Global COO, Acxiom, Kinesso and Matterkind, said the Unified ID 2.0 solution on AWS will increase data security and privacy through the use of AWS Nitro Enclaves while reducing the heavy work of AWS development teams to launch Unified ID 2.0 in its AWS Cloud environment. “Plus, because Unified ID 2.0 connects first-party audiences directly to publishers, this solution will help improve efficiency, match rates, and ultimately a better customer experience,” he added.
The conversation about cookies has been going on for two years, since Google announced the abandonment of third-party cookies. Currently, in Singapore, only 35% of B2C companies in Singapore feel fully prepared to abandon third-party cookies. Currently, 73% of B2C businesses in Singapore rely on third-party data for their current marketing strategies.
Meanwhile, a 2020 Global Privacy Report by Kaspersky said tAdvertising space is going through a cataclysm and data security concerns are increasing. Consumers today also have less trust in brands and how their data is collected, with more than half of consumers in Asia-Pacific expressing concerns about the protection of their personalities online.
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